Survey Paints Positive Outlook for Connected TV Platforms

The results of a new survey from Brightcove technology partner YuMe in conjunction with Frank N. Magid Associates paints a powerful picture for connected TV platforms. According to the research, nearly 90 percent of connected TV users notice ads on the platform and the majority of users interact with the ads. Meanwhile, close to 20 percent ultimately make a purchase.

Conducted during May and June of 2012, the online survey of 736 connected TV owners and users measured behaviors, preferences and advertising opportunities. The survey defines a connected TV as anything used to watch Internet video or content on a TV screen connected to the Internet, be it game consoles, Blu-ray players, Roku, Apple TV, Boxee or smart TVs. One would assume Google TV, though not explicitly included, falls into the category as well.

YuMe offers a ton of good information in its results, all of which reinforce the need to consider connected TVs as an important distribution and advertising platform. For example, 30 percent of Internet homes have some form of a connected TV, and users actually streamed more short-form content (26 percent) more frequently than they watched network TV shows (24 percent) multiple times per week.

Apps are driving consumption on connected TV platforms, with more than 75 percent of respondents claiming to use apps more than half the time to view content. Not surprisingly, Netflix and YouTube came ranked a strong number one and two, respectively.

In terms of what people are watching, streaming TV shows is more popular than streaming movies on a daily basis. And professionally produced full-length and short-form videos that aren’t on TV are particularly popular, with 81 percent of the respondents indicating they watch that type of programming. It’s this type of “mid-tail” content that YuMe projects to grow even more in the future.

As far as payment models go, users tend to prefer free, ad-supported content over paid, ad-free content when it comes to short-form videos and TV shows. However, monthly subscriptions edge out ad-supported content when movies are concerned.

YuMe’s survey does a great job substantiating the viability of connected TV platforms for content distribution and advertising. The question that remains for content owners and publishers is, “How do I get my content onto those platforms?” That’s where Brightcove comes into play.

Brightcove has long maintained the importance of connected TV as part of a content distribution strategy. As such, we’re continuously expanding our library of connected TV reference apps, which now includes free integrations with LG Smart TV, Panasonic VIERA Connect, Samsung Smart TV and Roku. Sample advertising integrations are also included, such as the YuMe network with LG.

To learn more about connected TV distribution, visit Brightcove’s Connected TV Learning Center. Brightcove is also demonstrating our connected TV solutions at IBC, September 7-11 in Amsterdam. Visit us on stand 5.C20 or email ibc@brightcove.com to arrange a meeting.